Pay Per Click (PPC) Campaign Management

Pay-per-click advertising or PPC, is a great way to quickly drive targeted traffic to your site. Instead of paying upfront for placing your ad on the search engines, you are only charged when someone actually clicks on your keyword-targeted advertisement. Google, Yahoo!, and MSN all offer pay-per-click advertising on their search engine result pages (SERPs) and smaller search engines often show sponsored ads from one of the bigger search engines on their SERPs as well. We recommend our clients use Google Adwords for pay per click advertising as they are the market leader in both search engines and have the most advanced pay per click program capabilities.

Just like search engine optimization (SEO) for success in the natural rankings, analysis of your target market and keyword research is definitely required before beginning any type of paid placement campaign.

How PPC Ads Work

Pay Per Click (PPC) ads are keyword-oriented ads that charge the advertiser a small fee each time a visitor clicks on them. Simply stated, a "click" is when a consumer responds to your ad by clicking on it to get more information. The ad typically redirects the user to a "landing page" for a promotion, special offer, or order form. A "conversion" is when that same user takes the next step and follows through by taking the action you want them to take. It could be purchasing your product, requesting more information, or signing up for a free report. Typically minimum bids start at $0.05 and up to $50.00, although few bids ever reach that higher level. For most advertisers bidding averages between $0.25 and $2 per click (visitor). Success is generally measured by the number of clicks and conversions generated.

Setting up your PPC Campaign

We use the following approach to create and manage your PPC campaign:

• 1. We begin by contacting you to review your existing website, discuss your goals of ppc advertising, your competitive marketplace, along with your target audience.

• 2. From those discussions we will be able to perform some keyword research and research the potential competition on those keywords.

• 3. Upon coming up with that list, we will review them with you and discuss conversion tactics.

• 4. We will then write up some initial ppc ads for the keywords you want to us.

• 5. We will then run these ads for a couple days with an agreed upon daily budget to get an accurate feel for actual search number of times the keywords appear, what the cost per click will be, and ad position for each keyword term.

• 6. We will then stop the ads, discuss these finding, make adjustment to the keywords used and bid prices.

• 7. We will then turn it live, and review weekly for the first few weeks until we have the bid position we have agreed upon.

• 8. Then on a monthly basis we will report monthly statistics on number of times the ad was displayed, click through rate, and cost per click. We will also review our current advertising tactics and make adjustments as needed.

So how much will this cost?

The major search engines enable you to choose a daily paid placement budget, so what you spend is entirely up to you! We provide guidance on strategically selecting terms, as well as a recommended PPC advertising budget (based on number of terms, geographic targetting of your ads, and how competitive the desired terms are). It is extremely important to have an adequate budget, and budgets can vary greatly, depending on your industry.

We does not charge you a percentage of your budget, nor do we mark up individual bids on terms. Our pay per click services and Pay Per Click management are included in the cost of your monthly SEM services.

Contact us now for more information or to begin your PPC advertising campaign.